|
Abstract
|
Background: Today, with increasing pollution and environmental damages, people's concern about the environment and health of themselves and society has increased. As a result, some companies have been tried to protect the environment and maintain the health of individuals, produce and supply green products. On the other hand, the increasing environmental concern of the people has led to the emergence of a new group of consumers called green consumers. However, some consumers are reluctant to buy green products. They may have doubts about buying green products and their benefits. Given the importance of green skepticism among consumers and their impact on buying intent, we need to look into this area.
Purpose: The main purpose of this research is to design and validate the pattern of green skepticism behavior amongst skepticism users and the impact of various factors on it.
Methodology: The present research in terms of explanation, is explanatory, because it designs a pattern for the concept of green skepticism. It is also applicable in terms of the study, since it seeks to provide solutions to deal with this concept. Also, In terms of the level of control, it is field research and the researcher has no control over the concept of research, and In terms of strategy, the present study is a grounded / scroll study.
Regarding the fact that this research in terms of the implementation process is simultaneous compound (qualitative and quantitative), the statistical population in this study is divided into two parts. The statistical community in the qualitative section includes in-depth interviews with consumers who have the skepticism of the company's green products. For this purpose, a targeted sampling method has been used. in this section, given the quality of the research method, the size of the statistical sample can not be determined, so the theoretical saturation method is used. In the present study, 30 interviews were carried out, and the researcher was abled to r
|